If you own a B2B company and want to refine your marketing strategy to reach your ideal clients, creating marketing personas is the ideal solution.
Marketing personas are crucial for sending both targeted and tailored messaging to your audience.
But here’s the thing: many businesses today have incomplete or outdated personas, and this is having a direct impact on their marketing.
That’s because consumers are constantly evolving – from their interests and dislikes to their purchasing behaviours and the way they interact with brands online. Businesses need accurate and intelligent solutions that can gather the right information to inform their ever-changing personas.
That’s where ScoreApp comes in! From customer surveys to improving marketing personas to comprehensive data and reporting, we’re here to simplify the entire process for you.
In this blog post, we’ll walk you through how. Read ahead for everything you need to know about why B2B marketing personas are the key to success…
Why accurate B2B marketing personas matter
When it comes to the B2B sector, marketing personas play an essential role in tailoring messages to decision-makers in complex buying processes.
They address pain points, needs, and goals unique to B2B clients. And once you have up-to-date, accurate data you can understand your audience significantly better – and then get to work on creating a strong group of personas!
While some may think having a half-hearted persona is better than having none at all, it’s important to note that poorly developed personas can cause your marketing more harm than good. This could include:
- Ineffective campaigns that don’t resonate with your B2B audience
- Missed opportunities to engage key decision-makers
- Wasted resources on misaligned messaging.
How customer surveys improve B2B personas
Surveys uncover valuable insights for refining personas. They factor in a whole host of key areas, such as:
- Demographics: Industry, company size, job roles, and decision-making power
- Challenges: Key pain points which your product or service can address
- Goals and motivations: Understanding what drives their decisions
- Preferred communication channels: Knowing where and how to reach them
Along with this, surveys provide real-time, specific feedback to keep your personas up to date and help you develop a clear picture of who you’re speaking to. When it comes to avoiding poorly developed personas, surveys are highly effective.
Types of survey questions to ask for better B2B personas
Need some inspiration for what questions to use in your B2B customer survey? Here are some to get you started:
1. Demographics
What industry is your company in?
What is your role in the organisation?
2. Challenges
What is your biggest professional challenge right now?
What would make your job easier or more efficient?
3. Goals
What are your top business priorities for the next year?
How do you measure success in your role?
4. Decision-making process
What factors influence your purchasing decisions?
Who else is involved in the decision-making process?
5. Preferred communication
What’s your preferred way of receiving business information?
Which online platforms or tools do you use most often?
Of course, each question needs to be relevant to your sector and final goal to ensure you get the most out of your survey.
How ScoreApp helps improve B2B personas with customer surveys
ScoreApp helps business owners of all sizes develop personas that deliver results. The customer surveys are simple to put together and allow you to engage with your audience in an interactive, insightful way.
Benefits of ScoreApp surveys include:
Customisable survey templates
We offer ready-to-use templates for collecting key B2B insights, making it easy for you to launch your survey and create your marketing persona.
Dynamic question capabilities
Why have one survey, when you can have multiple for better results? With ScoreApp, you can tailor your questions based on your survey responses to dive deeper into specific areas.
Data visualisation tools
It’s likely you’ll have more than one ideal client – and that means more than one persona. For a breezier process, our segmentation feature lets you automatically segment your survey results to identify distinct personas.
Automation and integration
Looking to get a broader reach? Send your surveys via email or share them on social media to increase participants and, as a result, understand your audience better than ever before.
You can easily integrate ScoreApp with existing CRM tools (such as HubSpot or Pipedrive) for a seamless data flow.
Easy-to-use analytics
Use ScoreApp’s insights to continuously refine and update your personas to stay on track with their latest needs, behaviours, and preferences.
Case study: How customer surveys transformed a B2B marketing strategy
When a workplace wellness platform company needed to understand their audience better, they turned to ScoreApp to create powerful marketing personas. Here’s how we helped them achieve their goals.
Before surveys: As a start-up business, the small team were relying on assumptions to create their marketing personas. While this generic approach saved time in the short term, the low engagement rates and poor campaign performance left them scratching their heads and trying multiple strategies to see which would stick.
After surveys: With insights from ScoreApp, they identified new segments, updated their messaging, and saw a significant boost in both lead engagement and conversions. They were also able to target companies with a passion for workplace culture and wellness, further empowering their company mission.
Want more inspiration? Check out our customer success stories here.
Best practices for using customer surveys to refine B2B personas
Setting up your customer survey correctly needn’t be a stress. Follow our simple hacks to ensure you’re doing it correctly and effectively.
- Ask the right questions: Focus on topics that reveal actionable insights so you can get straight to the point of what your audience are looking for.
- Keep surveys concise: Ever been asked to take part in a survey, only to be instantly put off by the amount of time and energy it requires? Secure higher response rates by making surveys quick and easy to complete.
- Offer incentives: Nothing like an incentive to spark interest! Encourage participation by offering small rewards, like a free resource or a discount.
- Analyse and act on data: Use ScoreApp’s analytics to extract key findings and apply them to persona development for accurate results.
- Iterate regularly: As we’ve mentioned, keeping on top of the game is key to avoiding irrelevant messaging. Simply update your personas based on new data so your marketing strategy aligns with your audience.
Refine your B2B personas for better marketing outcomes
Customer surveys provide the essential data for creating impactful B2B marketing personas.
The benefits of refined, accurate personas include:
- More targeted campaigns: Instead of relying on generalised content and messaging, use your personas to devise campaigns that speak directly to your ideal B2B clients.
- Stronger audience engagement: Messaging that’s tailored to your personas allows you to connect with your audience and increases the likelihood of them engaging with your content.
- Improved lead conversion rates: Marketing your services in a way that ticks all the boxes of what your persona is looking for is crucial for driving new leads and boosting sales.
ScoreApp is the ultimate lead generation tool for simplifying your survey creation, data analysis, and persona refinement and attracting dream clients. Sign up today for free to get started.
